Badger Sporting Goods
Badger Sporting Goods is a privately held Madison, Wisconsin-based team sports equipment and apparel distributor serving K-12 schools, colleges, and youth clubs across Wisconsin, Michigan's Upper Peninsula, and Northern Illinois via 8 territory-based field sales reps and a Shopify e-commerce storefront.
- Company typePrivate
- Founded1940
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Badger Sporting Goods does
Badger Sporting Goods is a privately held, family-operated team sports equipment and apparel distributor based in Madison, Wisconsin, serving K-12 schools, colleges, youth clubs, and retail customers across Wisconsin, Michigan's Upper Peninsula, and Northern Illinois. Founded in the 1940s, the company operates as a one-stop shop for eight team sports — baseball, basketball, football, soccer, softball, track, volleyball, and wrestling — sourcing from more than 20 vendor partners including DeMarini, Louisville Slugger, Wilson, Rawlings, Adidas, Under Armour, Mizuno, New Balance, and Champro, alongside cost-effective catalog options from Gildan, Hanes, A4, Augusta, and Founders.
The business model combines three coordinated channels: (1) a territory-based field sales team of 8 representatives assigned to specific schools and geographies, (2) a Shopify-powered e-commerce storefront (bsgsports.com) serving retail customers and reorder business, and (3) an inside sales function handling inbound quote requests and smaller accounts. Core technology is a Shopify storefront with deep-link integrations into vendor custom uniform builder platforms (Adidas Custom, Under Armour Team, Rawlings, Powers Athletics, Alleson, Speedline) and custom headwear builders (Richardson, The Game, Pacific Headwear, Outdoor Cap), allowing the company to deliver customized team apparel without owning a proprietary design toolset.
Revenue is generated through unit-priced stock equipment sales (e.g., premium bats at $325–$399.95), quote-based B2B uniform and apparel sales with multi-year contracts typical for institutional buyers, and a closeout/clearance channel offering 28–75% off list price on legacy inventory. With 13 total employees including 8 field sales reps, an inside sales lead, 2 graphic designers, warehouse staff, and accounts payable, the operation is small and tightly scoped. Ownership is private with no identified parent, institutional investment, or public market presence.
Badger Sporting Goods firmographics
Firmographics- Name
- Badger Sporting Goods
- Legal name
- Badger Sporting Goods
- Website
- https://bsgsports.com
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Badger Sporting Goods is a privately held Madison, Wisconsin-based team sports equipment and apparel distributor serving K-12 schools, colleges, and youth clubs across Wisconsin, Michigan's Upper Peninsula, and Northern Illinois via 8 territory-based field sales reps and a Shopify e-commerce storefront.
- Ownership category
- akta.pro rank
Badger Sporting Goods industry classification
Industry- Product category
- Team Sports Equipment & Apparel
- NAICS
- Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
- akta.pro secondary industries
- Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports Equipment & Apparel Distribution (CRAOAJAA)
Keywords
Where Badger Sporting Goods is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Badger Sporting Goods business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Infrastructure
Revenue model
- Team Sports Equipment Sales: Sale of baseball/softball bats, football helmets, shoulder pads, basketball equipment, soccer gear, volleyball systems, track equipment, and other sporting goods. Products include branded items from major manufacturers like DeMarini, Louisville Slugger, EvoShield, Champro.
- Team Apparel Sales: Sale of team uniforms, apparel, and garments from vendors including Under Armour, Adidas, Russell Athletic, Mizuno, New Balance, and cost-effective options from Gildan, Hanes, A4, Bella, Augusta. Includes customizing and decorating options.
- Closeout/Discounted Inventory: Sale of previous stock items at closeout prices with limited quantities. Bulk deals available through sales rep contact.
- Custom Uniform Design Services: Provides custom uniform building through partner manufacturer platforms (Adidas Custom, Powers Athletics, Rawlings, Under Armour, Alleson) for baseball, basketball, football, soccer, softball, track, volleyball, and wrestling teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium branded bats (DeMarini, Louisville Slugger) |
| Unit Pricing | Pay-as-you-go | Closeout/clearance items |
| Unit Pricing | Pay-as-you-go | Scorebooks and accessories |
| Other | Multi-year contract | B2B custom uniform and apparel pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Badger Sporting Goods product offering
Product offeringCore offering
Badger Sporting Goods sells team sports equipment, apparel, and accessories across eight sports (baseball, basketball, football, soccer, softball, track, volleyball, wrestling) to schools, athletic programs, and individual consumers through a Shopify e-commerce storefront and a team of territory-based outside sales representatives. The company stocks bats, helmets, pads, uniforms, scorebooks, and accessories from major manufacturers and facilitates custom uniform and hat design through integrated partner builder platforms. Since the 1940s, BSG has supplied custom football uniforms to high school and college teams across Wisconsin and surrounding regions.
Product overview
Badger Sporting Goods is a team sports equipment and apparel retailer serving schools and organizations across Wisconsin and the Upper Peninsula of Michigan. The company operates as a single unified e-commerce and retail platform offering two interconnected product lines: (1) stock equipment and apparel across eight team sports (baseball, basketball, football, soccer, softball, track, volleyball, wrestling) including bats, helmets, pads, uniforms, and scorebooks from major vendors like DeMarini, Louisville Slugger, Wilson, and Rawlings; and (2) custom uniform and hat design services through integrated partner platforms (Adidas Custom, Under Armour Team Uniforms, Rawlings Custom, Powers Athletics, Alleson, Speedline Athletics, Richardson, The Game, Pacific Headwear, Outdoor Cap). The company also operates a closeout sale channel for discounted overstock items. Founded in the 1940s, Badger Sporting Goods has been supplying custom football uniforms to high school and college teams for decades.
Differentiator
Problem solved
Functional benefit
Products and services
- Baseball Equipment Full range of baseball equipment including bats, fielding gloves, batting gloves, helmets, balls, catcher's gear, cleats, L screens, batting mats, and fungoes for schools, teams, and individual athletes.
- Basketball Equipment Basketball equipment including shoes, scorebooks, water bottles, ball carts, ankle braces, slip knot sheets, and towels for basketball teams and programs.
- Football Equipment Football equipment including helmets, shoulder pads, girdles, gloves, thigh/knee pads, tackle wheels, dummies, down markers, mouthguards, goal post pads, and chain sets for schools and football programs.
- Soccer Equipment Soccer equipment including field paint, shinguards, and corner flags for soccer teams and programs.
- Softball Equipment Full range of softball equipment including bats, gloves, helmets, balls, catcher's gear, and cleats for softball teams and programs.
- Track Equipment Track equipment including batons, hurdles, discus, shot, starting blocks, stopwatches, measuring tape, crossbars, pole vault poles, and pits for track and field programs.
- Volleyball Equipment Volleyball equipment including kneepads, spandex, volleyball systems, and nets for volleyball teams and programs.
- Wrestling Equipment Wrestling equipment and apparel for wrestling teams and programs.
- Team Apparel Team apparel from vendors including Under Armour, Adidas, Russell Athletic, Mizuno, New Balance, and cost-effective options from Gildan, Hanes, Anvil, Bella, A4, Augusta, and Founders for schools, teams, and organizations.
- Baseball Bats (Stock) Stock baseball bats from DeMarini including The Goods (-3), Omega (-3), Voodoo One (-3) models, and other leading brands at competitive prices for teams and individuals.
- Softball Bats (Stock) Stock softball bats including Louisville Slugger META -10 and other leading brands for softball players and teams.
- Scorebooks Scorebooks for various sports including Mark V Scorebook, Big Red Volleyball Scorebook, Glover's Baseball/Softball Scorebook, Champro Baseball/Softball Scorebook, Peterson Scoremaster, Tennis Scorebook, and Kwik Goal Soccer Scorebook.
- Closeout and Sale Items Previous stock items offered at closeout prices including discounted helmets, batting gloves, volleyball nets, air horns, and competition discs with 28-75% discounts.
- Custom Uniform Design Service Custom uniform design service through partner manufacturer platforms (Adidas Custom, Under Armour, Rawlings, Powers Athletics, Alleson, Speedline Athletics) for baseball, basketball, football, soccer, softball, track, and volleyball teams.
- Custom Hat Design Service Custom hat design service through Richardson, The Game, Pacific Headwear, and Outdoor Cap for baseball and softball teams.
Companies that use Badger Sporting Goods
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles2 records
Badger Sporting Goods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Badger Sporting Goods partnerships and signals
Strategic signalPartnerships
33 partnerships are on record, tiered core and minor.
- MizunocoreMizuno is featured in vendor catalogs section. BSG resells Mizuno athletic equipment and apparel through their sales channels.
- KBA (KBA Coach)minorKBA Coach catalog available through vendor section. Basketball equipment and catalog access provided.
- Cliff Keen (Keen)coreCliff Keen wrestling catalog featured. BSG distributes wrestling uniforms and equipment from this vendor.
- Blazer AthleticminorBlazer Athletic track equipment catalog available. Track and field equipment distribution.
- MoltencoreMolten volleyball catalog featured. Distributes volleyballs and equipment for volleyball programs.
- Kwik GoalcoreKwik Goal soccer equipment and scorebooks sold. Catalog links provided for soccer products.
- BruteminorBrute athletic equipment catalog available. Football and athletic equipment distribution.
- Adidas TeamcoreMajor apparel and uniform vendor. Adidas custom uniform builder integrated. Covers basketball, football, soccer, track, volleyball uniforms. Multiple uniform builder links to adidas.com.
- Under ArmourcorePrimary apparel vendor featured prominently. Under Armour team uniform builder linked. Products across baseball, basketball, football, soccer, softball, track, volleyball.
- Schutt/VICIScoreFootball helmet catalog provided. Distributes Schutt and VICIS football helmets and protective equipment.
- EastoncoreEaston baseball equipment catalog available. Baseball bats and equipment distribution.
- WilsoncoreWilson baseball catalog featured. 2025 Spring Dealer Workbook available. Baseball balls and equipment distribution.
- Momentec BrandsminorMomentec Brands athletic equipment catalog available through vendor section.
- RawlingscoreRawlings baseball/softball catalog featured. Custom uniform builder for baseball, softball, and football through rawlings.com.
- Gill AthleticscoreGill track and field equipment catalog available. 2025 Gill Track catalog provided.
- Fisher Athletic EquipmentminorFisher football catalog linked. Football training equipment and dummies distribution.
- Select SportminorSelect Sport soccer catalog available. Soccer balls and equipment distribution.
- New Balance TeamcoreNew Balance team apparel catalog featured. Team footwear and apparel distribution.
- SanmarcoreCost-effective apparel vendor catalog. Gildan, Hanes, Anvil, Bella, A4 apparel options through Sanmar distribution for budget-conscious customers.
- JayProminorJayPro sports equipment catalog available. Athletic equipment distribution.
- ChamprocoreChampro athletic equipment and uniform catalog featured. Baseball, softball equipment including helmets and scorebooks.
- DeMarinicoreDeMarini baseball bats sold including 2025 and 2026 models: The Goods, Omega, Voodoo One. Premium baseball bat vendor.
- Louisville SluggercoreLouisville Slugger baseball and softball bats sold. 2022 Louisville Slugger META -10 softball bat available.
- EvoShieldcoreEvoShield XVT batting helmet sold. Protective baseball equipment vendor.
- RichardsoncoreRichardson custom baseball hats available through hat builder. Headwear customization partner.
- The Game HeadwearcoreThe Game custom hats catalog linked for baseball and softball. Headwear customization.
- Pacific HeadwearcorePacific Headwear custom series for baseball hats. Headwear customization partner.
- Outdoor CapcoreOutdoor Cap custom baseball hat builder available. Headwear customization option.
- Augusta SportswearcoreAugusta Sportswear catalog featured as cost-effective apparel option. Quality apparel at reasonable prices with many color options.
- Badger Sportswear (Founders)coreBadger Sportswear brand through Founders catalog. Cost-effective apparel option.
- Powers AthleticscoreCustom uniform builder for multiple sports (baseball, basketball, football, soccer, softball, track, volleyball). Integral uniform customization partner.
- Speedline AthleticscoreSpeedline Athletics uniform builder for basketball and football. Custom uniform design partner.
- Alleson AthleticcoreAlleson custom uniform builder for baseball, basketball, football, soccer, softball, track, volleyball. Major uniform customization partner.
Scale indicators2 records
Recent moves10 records
Expansion highlights4 records
Badger Sporting Goods competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
Badger Sporting Goods social profiles
Digital presenceBadger Sporting Goods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Badger Sporting Goods leadership team
Management profileNumber of profiles
Profiles15 records
Badger Sporting Goods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Badger Sporting Goods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Badger Sporting Goods
What does Badger Sporting Goods do?
Badger Sporting Goods sells team sports equipment, apparel, and accessories across eight sports (baseball, basketball, football, soccer, softball, track, volleyball, wrestling) to schools, athletic programs, and individual consumers through a Shopify e-commerce storefront and a team of territory-based outside sales representatives. The company stocks bats, helmets, pads, uniforms, scorebooks, and accessories from major manufacturers and facilitates custom uniform and hat design through integrated partner builder platforms. Since the 1940s, BSG has supplied custom football uniforms to high school and college teams across Wisconsin and surrounding regions.
Is Badger Sporting Goods a public or private company?
Badger Sporting Goods is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Badger Sporting Goods founded?
Badger Sporting Goods was founded in 1940. It employs 11 to 50 people.
Where is Badger Sporting Goods based?
Badger Sporting Goods is headquartered in Madison, United States, in the North America region.
How does Badger Sporting Goods make money?
Four revenue lines are on record. Team Sports Equipment Sales are the primary driver. The others are team Apparel Sales, closeout/Discounted Inventory and custom Uniform Design Services.
Does Badger Sporting Goods have an API?
No public API is recorded for Badger Sporting Goods.
What industry is Badger Sporting Goods in?
Badger Sporting Goods's product category is Team Sports Equipment & Apparel. Its primary akta.pro industry code is CRAMABAE, Team Sports Equipment & Uniforms Retail, with a secondary code of CRAMACAJ, Team & School Athletic Uniforms Retail. Its NAICS code is 45911 and its SIC code is 3949.